“World’s first radio ad you can see”

In the UK just before Valentine’s Day, Durex launched a new radio marketing campaign which was slightly different and possibly a world first.

Tied around the launch of their new website store, the brand launched the Durex Explore app. Each time the Durex ad came on the radio they encouraged listeners to hold up their mobile device near their radio with the app open. As the ad aired the app then played a video in sync to watch.

The campaign was called "behind closed doors", the video then featured couples using Durex’s new range of sex toys. You can hear the ad audio below. The video, um no.